The Diversity of Value Construal: A Constructivist Approach to the Schwartz Theory of Basic Values

The Schwartz theory of basic values is the leading model in psychological research. However, few studies qualitatively approach how people make sense of value types. We propose a way to investigate this by focusing on emerging adulthood, a developmental period of exploration. Furthermore, participants are situated in the context of Balkan societies that are characterized by transitions. Relying on personal construct theory, we explored potential interpretations of values, their subordinate constructs, diversity, valence, and similarity to the definitions proposed in the theory. We used pyramiding in order to prompt constructs subordinate to each of the ten values. We applied thematic analysis to identify subordinate constructs in the 5866 responses obtained from 281 participants. The results show that participants understand abstract values through constructs that refer to specific actions, feelings, and personality traits. The values varied in the number of subordinate constructs and the degree of their deviation from the conceptual definition. There are also differences in the connotations of values or their desirability. Results show that all values, except Universalism, have a subordinate construct that expresses the negative side of the value. This study offers a more contextualized and content-oriented approach to values and has implications for future studies.